San Francisco is a Californian clothing brand known worldwide for its blue jeans thanks in particular to the Levi's 501. Previously, the company was wholly owned by the descendants of Levi Strauss’s family and then the leading jeans maker achieves the largest IPO at the start of 2019. Its 2011 revenues were $ 4.8 billion.

San Francisco designs, markets and sells its products under the Levi's, Dockers, Signature by Levi Strauss & Co. and Denizen brands, directly or through third parties and licensees. The company's trademarks include patterns, 501, Housemark brand and many more. They operates in three geographic segments: United states, Europe and Asia. The company's products are sold in more than 110 countries. The entity licenses its Levi's and Dockers brands for a range of product categories in markets in each of its regions. In order to judge the weighting to be given to the LEVI title in the future, it is necessary to observe the legal, sanitary and environmental history context of the fabrics.

First, legal obligations on the private sector can interfere with business development goals due to sanctions. Fo exemple, US SEC was able to register¹ on February 13, 2019 the Form S-1 of the Registration statement under the Securities Act of 1933. But Summer 2020, the company was not known of the San Francisco County Court Services. On the other hand, San Francisco presents a plurality of judgments pronounced by the superior court of California¹. It is possible to cite the LEVIN vs LIGON case in June 30, 2006 delivered¹² by the first appeliate district. The trial judge recalled the importance of the evidentiary regime for the challenge of a right challenged on appeal and ruled in San Francisco. More recently, in September 2016, a complaint with prejudice¹ opposed San Francisco to Deloitte Consulting. But dozens of cases raised none is able to legally neutralize the ambitions of San Francisco; on the contrary, they testify to a normal evervescence for its field of activity.

Second, the health and ecological context have taken on a dimension since 2020 that no one could predict. The strategy adopted by San Francisco will now be decisive in being able to anticipate a future that has not yet appeared. Indeed, environmental issues push consumers to observe more closely the imprint that their habits leave behind. San Francisco paid $220 million to rename¹ 49ers stadium in Santa Clara. In addition, deconfinement will always replace the lack if necessary, which returns the big brands to even more attractiveness ( Interview CNBC July 2021 ). Confections in San Francisco are benefiting from this tidal effect with + 7% international sales. GIII renews¹ its license with San Francisco with + 42% stock up. San Francisco has already started to adapt its production to ecological commitments and medical logistical constraints. Its activity is not one of the essential activities for Americans such as food, but clothing remains a significant source. Its pre-COVID IPO¹ should be seen as an investment opportunity before overweighting.

For these reasons,

San Francisco deserves a medium-high confidence.